“Hey. Our readers have camera phones and text message each other. Let’s get them to take pictures of ads in the magazine and text them to us.”
This is interactive? This is displaying an understanding of what’s happening when young women text each other? This is a display of “getting it”? Geez.
Quote from the NYT article:
…the promotion, called Jane Talks Back, is also part of a broad push by magazine publishers to strengthen their central selling proposition: the active bond they say they have with readers. Toward that end, publishers are rolling out promotions, brand extensions and interactive Web activities that will vary in value, agency executives said. At Vogue, such efforts most recently meant building an online shopping site called Shop September Vogue. The site is an extension of the mammoth Vogue September fashion issue; its 648 ad pages required printing the magazine in three parts before binding them into a whole. “The very nature of a magazine is one that is very interactive,” said Tom Florio, vice president and publisher at Vogue, part of the Condé Nast Publications unit of Advance. “As magazines are able to add on to that, I think advertisers will find that valuable.
While I may quibble with the notion that the very nature of magazines is their interactiveness, I will agree that the Vogue effort is indeed inspired. The Jane effort is a simply goofy gimmick.